Global Image Branding

Perceptions matter. These days, perceptions seem to matter more than facts at times. Just as product brands conjure up good or bad images among consumers, global branding refers to the perceptions people form about nations. The Anholt-GfK index is designed to help governments understand, measure and influence global perception by promoting positive aspects of their country.

Global Image Survey

In its most recent survey, Anholt-GfK measured how 50 countries throughout North and South America, Western, Central and Eastern Europe, Asia-Pacific, the Middle East and Africa are perceived worldwide. The firm conducted 20,185 interviews in 20 panel countries with adults aged 18 and over. Their global image index is comprised of six dimensions:

People (global opinions of the country’s reputation for competence, openness and friendliness and other qualities such as tolerance),

Governance (global opinions of the country’s government competency and fairness, as well as its perceived commitment to global issues),

Exports (global image of the country’s products and services),

Tourism (global interest in visiting the country and the draw of its natural and man-made tourist attractions),

Investment and Immigration (global power to attract people to live, work or study in the country measured and the perceptions of the country’s quality of life and business environment),

Culture and Heritage (global perceptions of the country’s heritage and appreciation of its contemporary culture).

Of the 50 countries measured in this study, only the US saw its overall score drop this year. It slid from first place in 2016 to sixth place in 2017. Particularly, the “People” and “Governance” dimensions showed a sharp decline. By contract, Germany moved up in its global image from second place in 2016 to first place in 2017. France jumped from fifth place in 2016 to second place in 2017. England and Canada saw no change, and Japan made it into the top five rankings for the first time. According to Professor Simon Anholt, policy advisor and creator of the Anholt-Gfk study, the decrease in America’s image in the governance category suggests a “Trump effect,” triggered by President Trump’s policies and his “America First” message.

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